This re-assessment requires that you complete the original brief. However you must select a different organisation from the list to that chosen for your original submission. It is also essential that you address the feedback provided.

If this is your first submission, rather than a re-assessment, then you must also complete the original brief however you are not restricted in your choice of organisation from the list provided but it must be chosen from Reebok, Innocent, Beats or Neals Yard Remedies.

Before commencing this re-assessment it is essential that you have read and understood the feedback from your first sit submission. This will ensure you know which aspects of the report need to be improved further.

The original assessment brief is reproduced below for your information.

Assessment Instructions

The purpose of this module assessment is to apply theories and models in the development of a marketing plan for an organisation from a selection offered. There is one component involved.

 Component A is an individual written assignment consisting of a report focused on the application of marketing planning principles to a particular brand and a critical evaluation of marketing planning worth 100% of the overall mark. The word count is 3000 words.

Learning Outcomes

Specific learning outcomes for this assessment, as detailed in the module specification, are to enable you to:

• Apply effective strategic and tactical methodologies, tools and techniques to create a marketing plan
• Critically evaluate theory and marketing practices from a business perspective, clearly understanding the links and gaps between scholarship and practice
• Integrate and evaluate information and learning from a range of different sources better to understand and explore the complex nature of marketing in practice
• Summarise, justify and present strategic and tactical marketing recommendations for a chosen organisation in an appropriate format

Coursework Title: Individual Marketing Plan for an Organisation

Assignment type: Individual report of 3000 words submitted online

Students will be required to assess market opportunities, select appropriate options to pursue, create a target market strategy and develop a marketing plan. A report style of writing (i.e. breaking the text down into numbered sections and sub-sections) is required so that your content is clearly signposted (if you are not clear what this means please ask your tutor).  Tutor contact information and full resources can be found on the module Blackboard site. 

Assessment Task

You will be writing a marketing plan for an organisation (or one of its key products/services) chosen from a selection identified by the module team.

The marketing plan should be presented as a business report, written and structured in a formal manner that would be acceptable as a working document in your chosen organisation.

You can select the UK or an overseas market when writing your plan.

Although this is a business document, you must support your arguments, conclusions and recommendations by making reference to appropriate theory. Choices and recommendations that you make within your marketing plan must be fully justified and referenced, using research and theory.

Assessment Structure

In order for your plan to meet the assessment guidelines, you are advised to structure your report as follows:

1. Introduction including an overview of the chosen company (from the list overleaf).
2. Industry and Organisational Insight. Identify the most important factors and key issues facing the organisation and the category/industry in which it operates. Marks for this summarised review will be awarded for knowledge, analysis, evaluation and synthesis. 

• In order to complete this task you will need to gather comprehensive research on the marketplace within which the organisation operates. This is likely to involve analysis of the macro-environment, micro-environment and target audience as well as publicly available organisational data.
• Supporting research should be included within an appendix – no marks are awarded for this.
• One challenge or opportunity, based upon the preceding insight analysis which the marketing plan will address.
• Two SMART marketing objectives based on the challenge/opportunity
• Identify and justify a proposed strategy.
• The tactics (7 Ps) proposed to achieve the objectives and strategy.
• Control of the plan to include implementation, monitoring and measurement.
• Conclusion.
• Reflection which critically assesses the difference between marketing planning in theory and practice.
• References – using UWE Harvard format.
  • You are required to use marketing and planning principles to underpin your work and cite your sources.
• Appendices (if required)
• Effective use of appendices will be necessary. If you are unclear on how to use appendices within a report please contact the Study Skills team.